THE LATEST: How to Reach Early-Stage Customers with Your Video Content

THE LATEST: TOFU video tactics, the best sales enablement tools, and thinking beyond traditional e-commerce [IMPACT Presents THE LATEST](113/bXSp04/VWWfmq3cVMGkW7kQ6Px43GhrjVJvnzy55Y8sKN7Rfly03qgyTW6N1vHY6lZ3phW6TwDYr4VSv28W96lgjD89Y9V9W8jjtR24qPRqzW7PTlQ_7r_D4ZW8nrMW76HDBZ2W63ZM8P388j-TW4Qz_zC5f7lKHW8SqLdY58-XkWW1yGxyp5QfSLkVblJRB2Ly9dPW6vX6Fw7vcLSvVyVGQt2zZ7KzW6B3lX-3Pvx9yW1Nc77n6YrCqVVKN5HC5BXVZsV-QbjG2QHvTKW7kh9jz4mMtlqW2f4yn38tZv17MWLTQ5CwPv-N8Ql0jHdx42gW4_n52D6-89hBW4JYVr691n31Ff1S9cBF04) From the tippity top of the funnel to the final stages of a sale, the right content helps prospects move forward — and the wrong content stops them in their tracks. But the day has long passed where we can hear 'content' and just think 'blog articles.' In today's newsletter we're talking about social video, website tools, and sales enablement — all of which should be a part of your strategy. This week, THE LATEST is all about fine-tuning your content engine so you're giving the right message to the right person at the right time. Below, - Lindsey Auten shows what you need in your top-of-the-funnel videos to [reach early-stage customers](113/bXSp04/VWWfmq3cVMGkW7kQ6Px43GhrjVJvnzy55Y8sKN7RflyW3qgyTW8wLKSR6lZ3mmN3-GsQhjzTx2V-WXp73-2n75W7qhBVk3Ym9SKVqfsYS30GKztW3gGTG-5r_zw7W3rB8yd1nV3l2W3RbgZX6N2RrTW5_sxLJ3r8KyXW9b7kvY4n-Z8MVthCNJ77SBVwN1LpnyqZyXsdN5QZTPBgd9RPW3ydrPz5kLN3vW5Tyd-G4Jq_v3W941LF66RCvymW9jMBlh1l1TVsW1673Nq8DnyRJW2m0RJx67W-SHW57M5pt46cdn5W628QPJ2sWvGKW5NcMGR7FrzRgW7D-Kkd1RY1b9W5vycD-63_RsVW1dwVRv95JFFrW7kz-Mz4-PHfzW8cJ2L97j9qb8W9g7KVP39w5MNN3DWWBpSqXzjf3PDHVT04) — along with plenty of examples. (VIDEO) - Mary Brown and Will Smith explain why every business [should think of itself as ‘e-commerce’](113/bXSp04/VWWfmq3cVMGkW7kQ6Px43GhrjVJvnzy55Y8sKN7RflyC3qgyTW7Y8-PT6lZ3q3W1hLd9J7L_sX4N7LZ62Gb150cW8fc3xP3cKMQqW66NSqG98t_HyW1jfH7g67C6McW2l41GP7pbGDfW7HVTR12fphg_W99b5Fm2DpK5DW6r6sJd4-j87-W84vxJ56_wtJqW4f299D8xWt7BW7d95lK2tWlfQW6VWPxs1h9ggvW1mDbBv3NhHfgN1g0zpWMg6mFW2xcFRH69C4nBW4SltXx6n9g1ZW7133CQ2RSmQVW5rS0dd6FskvlW8_k11x777NG_W6JGhQ493S1CWMHXGgyPx5K3W4lWxJq6ppdX0W5Nz4vw5NNxL0W8fPWS13FMWgSW3GZn3h3FZXnnf7Gs2-W04), no matter what it sells. (VIDEO) and - We run down the [best sales enablement tools for your team](113/bXSp04/VWWfmq3cVMGkW7kQ6Px43GhrjVJvnzy55Y8sKN7RflyC3qgyTW7Y8-PT6lZ3kwW4Lrtj17rMxQlW4G-6nZ1SvGpsN5-mkdLMkn_YW8_BSm45w6HNsW2N8B573TP2r0W6FsfVS6bg_J0W2H-cS27pT8ZCW3zVlDB2wM5FXW5tDBpx3b9LYyW82-jKd5q5-4YW1RyZrb63-jx8W55fFgp6RgQGxW8HdsKz24vPxjW2LWZMM1KPWN8W4YrhB55q1xcqW1R4Gm974lsFJW1Y_cxX5_mRnzW4RGFHN2hh4DsW6YRyZc74jbKfW5lqFXm8JsXm1N7WTK7cVK_tTW1zNgf-7TM5nnVlzl-m3xVTzcW88SJ8Q3fXWknVbC5Rk33JklFW6mv0888c6WxrdJFgVz04) in 2024, from video hosting platforms to content solutions. Alright, content kings and queens, let's get to it! [TOFU Video: Reaching Early-Stage Customers with Your Video Content](113/bXSp04/VWWfmq3cVMGkW7kQ6Px43GhrjVJvnzy55Y8sKN7RflyW3qgyTW8wLKSR6lZ3k-W3c9ZLL8Q4hhPW1RGP4G6WdW2kW6X8qBj2Ms2WrN5WvQ594BTMnW7M38Fy2mRYkDW1-gsRH7nY2n1W7-qv-27BnwR7W7_XPJP5kP32gW5TNNTY5TXWhjW7Dfdrq98F7cgW4k3hcK7tJ7xPW7gXB4x2WhTXqW4Ndnkd2_q8rFW3WhWr74sN6xnW2ksV_z7mQNJrW6TQTtP5RpMd_V-06vp8Bgq3yW23dJJD2m3kM2W25BW_t5X6W6jW5qLLVh5hVQc0W3xVMwn65SXKhW2-h98p96bcdgF8Wcphmpm9GW4wbGvN21PyWmW1h0gf928by9bW7mmfDP5ztx6qW8tmN6325fq6QW9lFTRl1-6vtqf1Pf9hv04) [TOFU-Video-Youtube](113/bXSp04/VWWfmq3cVMGkW7kQ6Px43GhrjVJvnzy55Y8sKN7RflyW3qgyTW8wLKSR6lZ3nkW8QrPTh7JM2MXW63T55n6qjJlzN64Y4b71mFvLW9h7W4R4lr9LlVD8Fd93JyG4KW6DpQrH2FXkk2W3R23JP7CVyjjW7Q6yHm3MnNY1W3bC0Bw3JkhNXW2zWyJ448BvdcW3ls1k19dKPS-N7wKbz5RJyB2N889vBvC-Q3-W53rJD92ShZxfW90gsRZ4S-m4qW6sM6HH1_dl9nW22rQCx7m3rThW2BQ8-c5X_6m6W6MXwGv83mwFQW38kDw_7d4LPjW5sQ3Th1JVJNSW99t6H81sCprJW33N9tJ3zN2mCN8PnR9HjgNpBN4NSfT5cK8SvW35rcBm5G5RPpW4HgBQ27gX_FHW6trT8V5_H8JRf7PLM6-04) 113/bXSp04/VWWfmq3cVMGkW7kQ6Px43GhrjVJvnzy55Y8sKN7RflyW3qgyTW8wLKSR6lZ3n_W65m8Dq3V6fRZW5y45VN7FJkCGN6NL_hbNGnn-W69008c51s6P0W2BHpBk8Zbbn0W6TYzBy8H_6gmW6lSlps8tz21bW1Kp8lv8zn1-KW6pVhG64LrGFTW229FX93HXDxKN3pHN0c38hHBW1D3h-y113hp3W9k5gVj39JdFdW6zzqHn4YlqrrW2s1J-l5Sgd_RV_01v-8JjWBlW8kgpbZ8Lp6NrW3qWv2v3L6TW8W4SjzdT3C6yHpN6YBbkNSSc7YW3NKy-72Z37H2W5vkQQk6Qp0GnW7zKls144mSGgM1sMYnJBJx-N1ppDWVXfm5kW8Ldqf18GsP7qW4j1BXj6T5XPSW6XMLsK2mDbVJf2d1N1T04 ...and so, just like billions of other people on any given day, I entered a buyer’s journey. I didn’t know what I was buying, exactly. I just knew I had a problem — and that I was willing to spend money to solve it. For your business, whatever you sell, your customers usually start out just like me. They have a problem, and they go looking for a solution. If you’ve created the right video content and put it in the right places, these potential buyers can find... ([read more](113/bXSp04/VWWfmq3cVMGkW7kQ6Px43GhrjVJvnzy55Y8sKN7RflyW3qgyTW8wLKSR6lZ3pFW20SH2M1lcMb3W7K8G5h61r111W82khHh5zxp_vW8QJ-s-24-WjpW4-0Fhy4zTXrsW1K_N5H3rrHJJW13Bwrw4GZVWMW917WXq6F310pW7cKBMf2_FGYbV64RZ783_wvBW4fk-ZP5RF7wrVKT_R94DYcY3N6Sn1vHlZS7wW77Dn7C4z2SGyVsh1dT3f9BFWW25S6xM1McQk3W2St5t51PTbbvW40Nvqy86p_1_W8H8hD163bXZ4W5XS1dJ6lQ9qQMjNc6CPTCDMN5clfkw2N4hKW8t49xd76Z5rrW7lVqpR454kRgW5tkG041P4nSlW3HwgC47NkR3yW176kLj5KcnzlW28qYpt8Nn3cMf8TTjvn04)) [Think of Your Business as ‘E-Commerce’ — No Matter What You Sell](113/bXSp04/VWWfmq3cVMGkW7kQ6Px43GhrjVJvnzy55Y8sKN7RflyC3qgyTW7Y8-PT6lZ3p4N6h8NH3M_DxBW52sFfM3qj9CHW6RrGqS22l5L0W25_RGS1y7Yt7W7rXzJS3SnxTNW4Qbgtk2jz1xsW4vJttt5G4qhfW5cQ8R_5tMdqQN7_sv4MfSNw0W5522x96LQ0CqW3sZKrd5Kp1V9W49XnFg4yvy9qN941nPs4Z3NFW3q0VgJ7BxMddW62yYbm7BPx7QW5RD_9W1zRY7VW4cR9bk4jCQNHW50GPjt5Sg1WXW6NFLhJ3gXgQFW6Y-qmn2jPbhGW4F4Hcw3Nkjb_W8jbbtl7HkX-pW8Wc0XD1NcZn6W8zzpNb3Hc1gjN46j-HJKRYnMW4hFxlT74sPc2f7lLP_204) [expanding-the-definition-of-e-commerce-Youtube](113/bXSp04/VWWfmq3cVMGkW7kQ6Px43GhrjVJvnzy55Y8sKN7RflyW3qgyTW8wLKSR6lZ3myV9Vbc-2nhdBQW3NGM_Z8c_Q15W4H_Pz11yq49bW4LxFdM3G8tTWW9gqscK4L9TyJW3g14fH6mZRGQV6qZqz4XW05WW8fDm6-2Ng3FdN54vS52Q7-rhW7y1lys2rrb0vW2JP4Tj61FL0tW2mXbgc23Z4y4W8WNcVz4vfVmxW8w46NK8mcS7BW387mSq4M_XT8N6tcBXPLyH-3W7yjfKv7Kk5fvW5gpjxh2pSszXN5_ZKPzyZf0KW5mb3pX8PppbpW3wnS3j1nm-8LVWnyn_2kz8qGW3vtNWS6jLRRSVCTbzB6nlFxPW5WjvgP3msN9NW8H-jzw3RTnsZVHvRYx6CC38CW4L3ykD32K2Fdf3cQ1f604) Traditionally, e-commerce meant durable goods sold over the internet. You know, books, shoes, paper towels. That sort of thing. But for a long time now, e-commerce has been growing wider and wider, and the Covid pandemic blew that old definition out of the water. Resourceful businesses found ways to sell their wares through their websites, no matter what they sold. Today, if you can’t fully buy a thing online, you can at least move farther down the sales funnel before you reach out to a salesperson. We’re seeing this especially in home improvement. While you can’t buy a new kitchen without talking to an estimator, you can use an AR-powered design tool to customize the kitchen of your dreams before contacting the company... ([Read more](113/bXSp04/VWWfmq3cVMGkW7kQ6Px43GhrjVJvnzy55Y8sKN7RflyC3qgyTW7Y8-PT6lZ3nfW1lcKQx7FZCccW3KStj12G1zVdW3WXwF654M4qKW5zKpVm1mH5yHN6yMy27KZgkhVffnFB45BzHhW6wD689300jwLV5mlcT5LpZkdW43FfDG6cFqszMbv4Sh9gwjcW6TD7Nb9d8WgNN3vpybzKxZ_MW63g6zp1Xsg8PW7-Q9p68kPJd2V5GT_n5VsJPSW6sGwvl1GxkkYW25_9Sg35H-y3W8gZwdD5Sq0c2VZvYGm7WNlHcW1BG5X68CLmsJW8W792Z186JzvW1xkDTr5bK_lSW5mtsj653fqtYN7Kz3hsgblL5W8dPRKY3NswKvW2hPC7M2HBT_8f6gr40M04)) [The Best Sales Enablement Tools for Your Team in 2024](113/bXSp04/VWWfmq3cVMGkW7kQ6Px43GhrjVJvnzy55Y8sKN7RflyC3qgyTW7Y8-PT6lZ3nnW69nVtx1cKfJxN4PVD2d-CvKVW4MYXpx6GjhKbW1wLlnC2sSX-kW1gNF761QY8p0W4LMJpD4tySSHW9cZzKp2M70RBVZHLDT26SwnxW3q-gxx2z121sW1yLtSQ24vRSyW5FFLvh8881rzW38pyhj85wHxKW657N7N6tXDTkW77ddyj1__zYKW753c0s6BqqytVmzYw62ZYk1dW8G5Spn8PCdpHN2sHgq0q0RfLW4Bl57B4Fyz8HW7Kj9xJ8C0FcdVDbb4f3l3jR_W7ZcDl72JF5RnW7s_wFb6xg5TBW4Tl5t51ZDLNQN8yKKBcrlV0CVtfHkF8qLG5lf75mMSP04) [the-best-sales-enablement-tools-for-your-team-in-2024](113/bXSp04/VWWfmq3cVMGkW7kQ6Px43GhrjVJvnzy55Y8sKN7RflyC3qgyTW7Y8-PT6lZ3p1W8RFJXf8x5XW0W6dDG2M1Swp8HW55vZft8d-RHRVT0p9y133DQKW5XRvfr4QKSZNN2bVsl-k9TrnW1LsLfJ2MgSgXN3RmN34L7kVwW1mxDGT7366mYW1_4ftG30g1_-MyPzh5gzGdxW3_K6xY6bz3ysW5d_L6K6r9LzGW2d31tn7Jc5rTW4zGxXm268sj-W4fNf9Z1lt5YxW7p6_xR2PLjmLW1fdlgr1_zSpCW5s7QmB825kjCW8fw6pv5RKmdRN5Fj_R7996ZGW7yF7Ds74C0PlW7p9cCr8WMTr1W9748nZ7Pv6bGW3PPGS83vGD4DW66bZdD74YzGPf6ykKcT04) Ask someone on your sales team how many times they get asked the same questions each week and they'll likely roll their eyes. Salespeople answer the same questions over and over. And over. When we work with clients, we find that most of these types of questions fall into the same few categories: - Price: Buyers want to know what they can expect to pay, and what factors make the number go up or down. - Comparisons: They want to see different options side by side so they can easily make distinctions. - The sales process and customer experience: They want to understand all of the logistics involved in buying from you. - Problems, drawbacks, and limitations of what you sell: Buyers want all the details so they can anticipate challenges. - Customer testimonials: They want relatable social proof so they can see their future after buying from you. When you can provide your buyers with answers to these questions, they'll move through your sales process more smoothly...([read more](113/bXSp04/VWWfmq3cVMGkW7kQ6Px43GhrjVJvnzy55Y8sKN7RflyC3qgyTW7Y8-PT6lZ3nhW3YZrx04R347yW4XkMcG6st6TTW7xyYcc2vKGqfW4qd3302M-kkqW29jP1r89j6gtW8KpnhW1L-RsgN94-9ktBQkrnW4d32bh2YDkZ1W7j9RFT7Hv4-7W1w6Lnx6-l1NrW4w4c4F1dR577W6H_m5f6lY2ZkVgPzv1932Q51W88f7cp5n8H-5W8lN6RN749y2hMvCJbW8N0TFW3tCscL6cx8klW7TYzvN6rcKTSW8ylfty3Vw4MKF2cbBwtQwDYW8rbGq-5Gy8vCW7zmJ0p3QvnyWW13kTPZ2-FDlHW6LTRYh3bWv0bW832b5F8l1ZqsW96fGJM8GNsQTf7ZpKcg04)) Don't forget to sign up for Marcus Sheridan's new newsletter! [Say-It-Better-Dark-1](113/bXSp04/VWWfmq3cVMGkW7kQ6Px43GhrjVJvnzy55Y8sKN7RflyW3qgyTW8wLKSR6lZ3mGMDHGQ3bv4r3W28hPCy5bBgpZW7YcT096JcD_nW9lNTFy2_SvmRW6Zbg0F3gGrp3W1R0LmG1SLJ8rW4Z7gDR7sDBD2W6VCQ3c4-qNSRW3d-2r47l-js0W4vD2TS1XrKSqW6BQVhL86RSmbW3xYt6l6ryHGXW2GXRj82-V9jFW8Dw_Q593gWv-W4xGDMl5NqpwkW8sSpw32GSJ6vVmsQ4L83TKk0Vm-ynt7xGZC3W7wLGjc7smBdGW5qctvT9htR7DW2m07jp1DlrNJN3hf9XgdCH7wW6jzrgv3Wf7zsW5BLdjl27lnX1W6zZW_q36rL1RW7ypNlH7y9LCdW1885KQ2dKCXhW2h1WJr2dJ07Cf6L-hdd04) Have you ever had an experience where you wish you could have just... said it better? Master the art of communication — in leadership, in sales, and in marketing — with tips and real-world lessons from Marcus Sheridan in his weekly newsletter. 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